Top 5 Marketing DO’s
Marketing strategies are unique, and they should be, as each business is unique. Your business has certain characteristics that have to be exploited on an individual basis. However, there are some certain general rules of thumb for marketing.
Do know your brand.
Branding is the most important aspect of every business. It is how you communicate with your audience about what your company represents. Branding is a great way to give your business a personality and a voice. It is your promise to your customers and it can be difficult for your target audience to connect and engage with your business without a cohesive brand.
Here are a few points to consider when defining your business:
- What is your business mission statement?
- What benefits and features do you want your products or service to offer to your customers?
- What qualities do you want your customers to associate with your business?
Do know your audience.
Know your audience; specifically, what do they want, what are they looking for and NOT looking for, what do they need? Profile has a negative connotation, but it’s worth doing a high-level profiling of your customers. There are 4 primary methodologies for profiling:
- Demographics – age, gender, nationality, ethnicity, religion
- Socioeconomic – income, job status, education, wealth, location
- Psychographic – options, thoughts, values, morals, interests, attitudes
- Geographic – physical location, where do they live, where do they visit, where did they come from, where do they want to go?
By knowing this information, design your marketing strategy to appeal to this audience. You can use Google Analytics to help you determine this information. Here’s what to do when you understand your audience:
- Develop a sense of empathy for the people you’re marketing to. What are they passionate about and how can you address (exploit) it? Monetize it?
- Conduct thorough market research and learn everything you can about your demographics.
- Try to build an emotional connection with your readers.
- Remember that your real goal isn’t leads… it’s sales. Use your language to push people towards taking action.
Do find the right channels.
Fish where the fish are. You have a target market, and in order to reach them effectively, you need to identify the right channel where you can reach out to them with your content. The type of channel you select will depend on your targeted audiences. Here are the typical channels:
- Pay Per Click Marketing – (i.e. Google Adwords)
- Social Media
- Organic Traffic
- Direct Email
When trying to determine which channels to use, set your business objectives. What do you want to achieve? Are you looking for brand awareness, lead generation, or direct sales? And consider a few things when making your strategic decisions. What is the overall budget and what are you allocating to each channel or strategic objective? Can you produce your marketing in-house or do you need to partner with an agency? What channels are your competitors using?
Do build your site for mobile users.
Most internet users utilize a smartphone or a tablet to access the internet. About 57% of internet users said they won’t recommend a business with a poorly designed mobile site. At High Road, we have found that for most of the sites we host, at least 60% of the all the traffic comes from a phone or a tablet. Do everything you can to make your digital marketing strategy fit the smartphone technologies. Format your photos, videos, and text to meet the mobile format first.
Do add more video to your marketing mix.
Here are some statistics about internet video. After reading through these stats, ask yourself if you can afford to skip out on video.
- 82% of Twitter users watch video on Twitter
- Youtube has over 1 billion unique users… the internet has 3.5 billion
- 45% of social media users watch more than an hour of video on Facebook or Youtube every week
- More than 500 million hours of videos are watched on YouTube every day
- More video content is uploaded in 30 days to social channels than the major U.S. television networks have created in 30 years.
- 1/3 of online activity is spent watching video
- Over half of online video content is viewed on a mobile device
- 92% of mobile video viewers share videos
- Marketers who use video grow revenue 49% faster than non-video users
- 59% of executives say if there is a text version and a video version of the same content, they will choose video
- Social video generates 1200% more share than text and images combined
- 85% of Facebook videos are watched without sound
- Viewers retain 95% of a message when it’s in a video vs 10% when reading it in text
- By 2019, video traffic will account for 80% of all consumer Internet traffic
These are five important DO’s for your marketing strategy. Check back next month for 5 DON’Ts for your marketing strategy.